管理工程学报2025，Vol.39Issue(1)：271-284,14.DOI:10.13587/j.cnki.jieem.2025.01.019
面向BORO和BOPS的零售商退货策略与渠道决策
Retailer's return policy and channel decision for BORO and BOPS
摘要
Abstract
Without question,online shopping is becoming increasingly convenient,and online shopping is booming.However,and importantly,consumers cannot accurately evaluate the suitability of products before buying.At the same time,many companies had already set up a large number of chain stores before online shopping took off.The high return costs and rising consumer experience demand are prompting retailers to explore new channel models and to optimize business strategies. This paper takes a single retailer with an online platform and an offline physical store as the main body and starts with the"hassle cost"of consumers shopping in different channels.The commodity demand and return rate under different channels are obtained by comparing consumers'utility;then,the optimal pricing and profit of retailers are calculated.By comparing the optimal profit of retailers under different strategies,the optimal strategy of retailers under the same channel or the same return strategy is also obtained,as well as the change of the retailer's strategy selection when the number of stores and other key parameters change. The first part takes BORO(buy online and return online)and BOPS(buy online and pick up in store)as the background.The profit model is constructed when retailers adopt full refund and partial refund strategies,respectively,for online consumer returns.The pricing and optimal strategies under different refund strategies are also analyzed.The results show that:(1)the pricing of the full refund strategy is always lower than that of the partial refund strategy.(2)The profit advantage of full refund sales and the disadvantage of the opening cost formed by the increase in the number of stores causes retailers to tend to prefer the full refund strategy when the opening cost is low and the partial refund strategy when the opening cost is high,in line with the increase in size.In other words,under a low opening cost,the more stores there are,the more retailers tend to choose the full refund strategy.Conversely,under a high opening cost,the more stores there are,the more retailers tend to choose the partial refund strategy. Based on the first part,the second part introduces the spillover effect of the BOPS channel to retailers;the objective is to better depict the heterogeneity of BORO and BOPS channels.After the new BOPS channel is added,consumers in this channel can simultaneously experience both online and offline channels.This may generate additional purchase behaviors and bring additional sales profits to retailers.Similarly,by comparing the optimal profit of the two strategies,this study analyzes whether the retailer should introduce a BOPS cross-channel pick up/return scheme under the same refund strategy.The results show that,under the same refund strategy,(3)the pricing after joining the BOPS channel is always lower than the traditional situation without joining the BOPS channel.(4)The high spillover coefficient and the number of stores all encourage retailers to choose to join the BOPS channel.However,the number of stores determines whether the offline hassle cost scale factor of BOPS promotes or inhibits retailers'participation in BOPS channels. Existing research on the number of individual stores is relatively lacking.On this basis,this paper innovatively carries out research on the introduction of BOPS channels and retailers'return and refund strategies.A relevant model is also established to analyze the internal change mechanism.In addition,existing literature on the partial refund strategy mainly focuses on the empirical aspect;there is also a certain lag in the modeling research,even less with regard to combining the partial refund with the number of stores.Therefore,this study reflects a certain innovation in BOPS channel research and return strategies and also provides relevant management insights for dual-channel retailers with different numbers of physical stores.On this basis,the conclusions of this paper are also different from previous conclusions.The retailer's choice of channel and return strategy is not only related to common factors(such as the number of stores),but also,and interestingly,closely related to the cost of building stores and the size factor of the BOPS channel.These issues have rarely been covered in previous studies. To sum up,the changing market environment and increasing consumer demand not only bring more opportunities to omnichannel/dual-channel retailers;they also put higher requirements on the retailers'business strategies.How to make good use of their expanded offline channels and how to better manage online channels are the keys to retailers achieving better profits.关键词
商店数量/BORO/BOPS/退货策略/渠道选择Key words
Number of Stores/BORO/BOPS/Return Policy/Channel Selection分类
管理科学引用本文复制引用
毛照昉,苗琪琪,杨哲,杜泽霖..面向BORO和BOPS的零售商退货策略与渠道决策[J].管理工程学报,2025,39(1):271-284,14.基金项目
国家自然科学基金重大研究计划(92167206) （92167206）
国家自然科学基金项目(71872125) The Major Program of the National Natural Science Foundation of China(92167206) （71872125）
The National Natural Science Foundation of China(71872125) （71872125）
